Digital billboards still too bright for driving safety

Digital billboards located near traffic lights can confuse drivers and lead to accidents

RESEARCH has shown that digital billboards with brightness levels exceeding 300cd/m² (nits) at night can cause disability glare, a temporary impairment of drivers’ vision that reduces their ability to detect hazards on the road.

Studies by the United States’ Federal Highway Administration (FHWA) and international traffic safety experts warn that excessive luminance can reduce contrast sensitivity and delay drivers’ reaction times. For optimal safety, experts recommend much lower limits – around 100 to 150 cd/m² at night, far below the current levels used by many local billboard operators.